Marketing Effectiveness Audit

Why prefer the Touch Point Model® with MCA® inside?

Below are 7 compelling reasons for choosing the Touch Point Model® with MCA® inside for your marketing effectiveness audit.

#1 MCA® is worldwide leading approach for measuring the holistic impact of brand’s activation plans

Typically used by Fortune 500 companies, it can be deployed in any category (both B2C and B2B) and in any market globally.

Since its launch, more than 1800 MCA® audits have been conducted, covering 32.000 brands in more than 500 categories. MCA® has surveyed more than 2 million consumers in 65 countries and 40 languages.

The MCA® technology has been independently validated by:

INSEAD, Chattopadhyay and Banerjee (2001)

ARF (Advertising Research Foundation), Cook (2007)

#2 MCA® is the only tool capable of embracing all possible touch points

As it takes into account literally every possible activation (media, digital, point of sale, sponsoring, PR, WOM, CRM, etc..), outputs can be delivered in the form that makes the most sense to your organization (ATL / BTL, on/off, Paid Owned Earned, etc..).

#3 MCA® provides users with comparable data across markets and over time

→ Provides an outcome indicator as it measures what consumers perceiveAlso provides efficiency metrics (Cost/BEP) to compare efficiency performance across the mix

Depends on availability of historical data
Issue 1: Some touch points have no or limited historical data, yet they are influential (indirect, POS, sponsoring, …). So by construct, many touchpoints are excluded for MMM.
Issue 2: Historical data may prove an unreliable guide to future returns

→ Generates its own customer-based data

No readings on specific segments

→ Possible readings on customer segments)

Usually includes other variables than communication, like price, seasonality, etc. to achieve acceptable correlation with sales

→ Concentrates only on touch points and treats sales mix apart

Often monadic approach, since historical data on competition is very non existent or very scarce

→ Includes competitive assessment

Takes time to implement

→ Easy to deploy (data, cost & time)
→ Results can be obtained in less than 3 months for the first reading, one month for future readings

#5 The Touch Point Model® with MCA® inside is easy, fast and cost efficient to deploy

500 interviews per market, carried out on-line in most countries

All key brands in any given category

Up to 36 touchpoints tested

Results can be obtained in less than 3 months for the initial reading and 1 month for subsequent readings

Economies of scale for global deployment

#6 The Touch Point Model® with MCA® inside is the only solution that goes beyond the audit of touchpoint strategies

Poor allocation of investments is only one cause of ineffective marketing and communications, which may also come from:

Poor execution of actions

Distribution not adapted to the brand’s ambitions

Weak product offer

Not relevant brand positioning

Lack of visibility vis-à-vis bottlenecks in the brand’s sales funnel

Deficient pricing strategy

The Touch Point Model® is the first solution that combines a brand assessment with the MCA® touchpoint module, allowing to take into account the various causes of ineffective marketing, over and above inadequate resource allocation.